News Summary
Cracker Barrel recently launched a new logo, removing the long-loved Uncle Herschel figure. The rebranding has sparked backlash on social media, with critics, including high-profile figures, calling for boycotts. Competitors have also mocked the change, leading to a significant drop in the company’s stock price. In response to the criticism, Cracker Barrel issued an apology, emphasizing its commitment to traditional values while trying to appeal to a younger audience. The CEO stated plans to balance innovation with nostalgia as they navigate the brand’s future.
Cracker Barrel’s Logo Change Sparks Controversy and Stock Dip
A Bold Move in Rebranding
On August 21, 2025, Cracker Barrel shook things up with a fresh new logo during their latest rebranding push. Gone are the days of the cherished image of Uncle Herschel, an older man leaning against a barrel, which has been part of the brand’s charm. The new design focuses solely on the name “Cracker Barrel” in a vibrant gold hue, although many fans feel it strips away the essence of what the brand has represented for decades.
Backlash on Social Media
Almost immediately, social media erupted with mixed emotions. Users expressed their disappointment and made it clear that they preferred the classic logo that included Uncle Herschel and even ruffled a few feathers in high-profile circles. Among the critics was Donald Trump Jr., who was vocal about his disapproval and joined the chorus calling for a boycott of the restaurant chain that has long been a staple for family gatherings and comfort food.
Competition Jumps In
Adding fuel to the fire, competitor Steak n’ Shake didn’t hold back on sharing their disdain for the change, dubbing it a “cheap effort to gain the approval of trend seekers.” This witty jab perfectly encapsulated the sentiments swirling around the rebranding effort, further rallying the masses against Cracker Barrel’s new direction.
Stock Market Reaction
The logo change seems to have had a negative impact on Cracker Barrel’s finances as well. Just days after the announcement, their stock saw a dip of over 10%, dropping the share price to levels that had many investors worried. As of August 25, the stock closed at $54.26 per share, reflecting a slight fall even after the company issued an apology.
Company Apology and Commitment to Heritage
Amid the growing criticism, Cracker Barrel took action by apologizing to its customer base. The company made it clear that they deeply value the emotional connection many people have with the brand and the traditional aspects that have kept families coming back since its founding in 1969. They reassured everyone that their commitment remains rooted in family values, hard work, and—most importantly—delicious, scratch-cooked meals. Uncle Herschel won’t be disappearing from the menu anytime soon, and you can still find him on road signs and various in-store items. Phew!
Staying True While Innovating
The ultimate goal for Cracker Barrel is to attract a younger generation while still holding onto the heritage and nostalgic vibe that loyal customers love. The company emphasizes that it plans to “continue testing, learning, and listening” to both employees and customers in light of the backlash. This approach shows their willingness to adapt while still keeping ties to their foundational principles.
What’s Next for Cracker Barrel?
As Cracker Barrel experiences these ups and downs, one thing is for sure: it’s navigating a complex landscape where traditional values clash with modern expectations. Their next steps will undoubtedly be watched closely by both fans and critics alike. Will the new logo grow on people over time, or will they revert back to something that feels more familiar? Only time will tell. But rest assured, no matter what, Cracker Barrel is here to stay—rocking chairs, vintage Americana decor, and all!
Deeper Dive: News & Info About This Topic
- The New York Times
- Wikipedia: Cracker Barrel
- The Wall Street Journal
- Fox Business
- Boston.com
- Google Search: Cracker Barrel logo change
Author: STAFF HERE LOS ANGELES WRITER
LOS ANGELES STAFF WRITER The LOS ANGELES STAFF WRITER represents the experienced team at HERELosAngeles.com, your go-to source for actionable local news and information in Los Angeles, Los Angeles County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the LA Auto Show, Hollywood Film Awards, and the Los Angeles Marathon. Our coverage extends to key organizations like the Los Angeles Area Chamber of Commerce and the Los Angeles Tourism & Convention Board, plus leading businesses in entertainment and technology that power the local economy such as Warner Bros. and SpaceX. As part of the broader HERE network, including HEREAnaheim.com, HERECostaMesa.com, HEREHuntingtonBeach.com, and HERESantaAna.com, we provide comprehensive, credible insights into Southern California's dynamic landscape.
